10 step by step marketing plan

1
10 STEP
Marketing Plan for
Avida CityFlex Towers BGC
Aileen Viado
November 2014
http://aiviado.blogspot.com

Disclaimer
This 10 Step Marketing Plan is part of the mandatory
requirements of Prof. Remigio Joseph De Ungria’s
AGSB marketing management class.
The data included in this report are based on publicly
available data such as those on internet websites,
news, package declarations, public reports.
When appropriate, data are “masked” so as not to
create unexpected conflicts.
The reports are posted and linked on slideshare, blogs
and facebook so that there is easier sharing among
students from different marketing classes.

Steps 1 to 5
For Professionals,
Entrepreneurs & Doctors
1. Professionals, Entrepreneurs, Doctors aged 30 and
above with house hold income of at least 90k
2. Who needs a property/ investment, wants good
quality
3. Can choose Megaworld, Alveo Land, Robinsons
Land
4. Gap is all other projects in BGC only offers
residential units whereas Cityflex Towers offers
home office units
5. The market size is P560B, Niches is P3.8B.

Steps 6 to 10
PTM with specific need
6. Product: Avida CityFlex Towers BGC
7. Price: Lower than Megaworld and Alveo,
almost the same price as Robinsons
Land.
8. Promo: Print, Booth, Events, Website
9. Place: Malls and other populated places
10. Winning Strategy: Niche Approach with
specific need

1. PTM are practical but
recognized value
 30 to 60 years old, Male or Female, Class AB and C1,
Single or Married
 Professionals in managerial positions who do business in
BGC or Makati, Entrepreneurs who wants to conduct
business at home in a prime area, Doctors who wants to
hold clinic in BGC
 Not a first time property buyer, while practical they
recognized value and are willing to pay for a premium of
quality, desires a peaceful environment in a prime area

Working with family nearby
Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler
6
Ability to buy a condo in a prime area
is a status symbol
I want to work with my family just nearby
I need a home or area for business

2. PTM demand work-life
balance
Needs: Needs shelter: home and an area for
business, needs to be closer to family for work-life
balance, gain self-esteem, and achieve Self-actualization
Wants: Professionals choose Cityflex Towers for its
quality and prime location, Entrepreneurs and
Doctors choose Cityflex Towers for they will be able
to conduct business with their family nearby.
Demands: They demand value, quality, good location,
peaceful environment, and work-life balance

3a. Competitors with different
propositions
 Direct: Megaworld, Alveo Land, Robinsons
Land
 Indirect: Residential and commercial
properties for lease
 Variables: Price, Location, Purpose

Avida CityFlex is the only one
that meets the residence &
business purpose
Price/
Purpose
Matrix
as of 2011
Residence Business Residence &
Business
High
price
Low
Price
Megaworld
One Uptown
Residences
Alveo High
Street South
Corporate Plaza
Robinsons Land
The Trion Towers
Avida Cityflex
Towers
Price vs. Purpose Matrix
Avida CityFlex
Towers
Avida Cityflex
Towers

Brand positioning of Avida
CityFlex
as of 2011
Benefit Positioning vs. Brand Matrix
Functional Benefit
Megaworld One
Uptown
Residences
Alveo High Street
South Corporate
Plaza
Robinsons Land
The Trion Towers
Avida CityFlex
Towers BGC
Prime Location
Value for Money/ Sound Investment
Quality
Work-Life Balance
Flexible Payment Term
Affordable Quality Office Space
Upscale
Life at the top
World Class
Efficient
Property Management
On-time Delivery
Harder to stand out amidst the competitive clutter.

4. Emphasize being closer to
family and value for money
Avida CityFlex Towers BGC is the only condominium
property that can be both use for residence and
business.
Efficiency and being upscale has not been addressed
by the product.
Emphasis on being closer to family and loved ones and
the value you will get for just buying one property for
two purposes.

5a. Over 500k new units in
the market in just 2 years
4Q of 2013
License to sell were given to 280,396 units in
2013 and 376, 046 units in 2012. (Colliers
International)

5b. 7,338 units launches in
2013 = 2% market share

5. 560B real estate estimate
market size
1. Competitor data= 560B
2. Company data = 560B

6a. Avida CityFlex Towers
offers residential and office
units

6a. Megaworld One Uptown
Residences offers fully
furnished units

6a. Alveo Highstreet South
Corporate Plaza located at
BGC’s Cultural District

6a. Robinsons The Trion
Towers offers 3BR units

6b. What makes Avida
CityFlex Towers different?
 The only one that offers SoHo (Small
Office Home Office)
 It has 2 different lobbies for residential
and office units
 Only one that offers loft type residential
unit

6b. Avida CityFlex Towers
offers loft type unit
 Executive Studio Unit – approx. 36.93 sq. m
 2 Bedroom Unit – approx. 58.21 sq. m
 1 Bedroom with Loft – approx. 60 sq. m
 SoHo Unit – approx. 40.39 sq. m
 Office Unit – approx. 40.39 sq. m

7. Price
Residential condo price in
BGC ranges from 4M to 18.5M
Approximate Price in millions
Unit Type Floor Area (sq. m)
Megaworld
One Uptown
Residences
Alveo High
Street South
Corporate
Plaza
Robinsons
Land The
Trion Towers
Avida
CityFlex
Towers BGC
Executive Studio 36.93 4
One Bedroom 44.1 5.65
46.46 4.5
One Bedroom Loft 60 6.5
2 Bedroom 58.21 6.8
59.38 7.3
89 11.5
SoHo 40.39 5
Office 40.39 5
3 Bedroom 146.95 18.5
97.43 10.25
4 Bedroom/ Penthouse 294 38.2
Junior Office 90 16
Corner Office 170 27

7. Price
Avida and Robinsons are
almost the same price
Approximate price per sq. m
Unit Type
Megaworld One
Uptown
Residences
Alveo High
Street South
Corporate
Plaza
Robinsons
Land The
Trion Towers
Avida CityFlex
Towers BGC
Residential 127,000.00 107,000.00 108,000.00
Office 168,000.00 123,000.00

7. Price Conclusion
Avida is 1% higher than Robinsons
and 15% to 27% lower than
Megaworld and Alveo
Relative Prices vs. Avida Units
Unit Type
Megaworld
One Uptown
Residences
Alveo
High
Street
South
Corporat
e Plaza
Robinson
s Land
The Trion
Towers
Avida
CityFlex
Towers
BGC
Residential 115% 99% 100%
Office 127% 100%

8a. Avida Cityflex uses
2
5
4
6
1
3
7

8a. Avida CityFlex Ad at
Zipmatch

8a. Avida CityFlex Sales
Promo

8b. Competitor promo
Show also how your key competitors
communicate
Their commercials
Their websites
And why your communication stands out

8b. Megaworld One Uptown
Residences payment promo and
board up

8b. Alveo High Street South
Corporate Plaza Brochure

8b. Robinsons The Trion
Towers Event

9. Avida captures even the
International market
 Booth set up at malls and other populated
places
 International and Provincial Roadshows and
Events
 Inquiries can be done through: Hotline,
Website, Live Chat, Walk-ins, Agents

10. What is the generic
winning strategy?
 Avida’s main strategy is to dominate the
niche market of professionals, entrepreneurs,
and doctors who wants to do business in
BGC and be closer to family.
 Avida CityFlex is reasonably priced that
brings value for your money

10 step by step marketing plan

Recommended

Recommended

More Related Content

Viewers also liked

Viewers also liked (18)

Similar to 10 step by step marketing plan

Similar to 10 step by step marketing plan (20)

Recently uploaded

Recently uploaded (20)

10 step by step marketing plan